Who Owns Not Your Mother's? Henkel Paid an Estimated $927M for a Drugstore Shampoo Brand

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Not Your Mother's is now owned by Henkel, the German company behind Schwarzkopf and Persil. Henkel announced the deal on 9 March 2026 and completed it on 27 April 2026, buying the brand from the private equity firm Main Post Partners. Neither side disclosed the price. Barclays estimates about €800 million, or roughly $927 million, which is a little over four times the brand's annual sales.

The price is an analyst estimate. Henkel and Main Post Partners did not disclose financial terms.

Who owns Not Your Mother's today?

Henkel has owned it since 27 April 2026. Henkel is a Düsseldorf-based group best known for adhesives and laundry brands such as Persil. Its hair portfolio includes Schwarzkopf, Got2b, DevaCurl, Alterna and SexyHair. Henkel describes hair as one of its core consumer categories, and Not Your Mother's adds a fast-growing US brand to it.

Who founded Not Your Mother's, and who sold it?

Rocky and Bethany Pagliarulo launched the brand in 2010 through DeMert Brands, the Tampa, Florida company they had bought in 2000. Main Post Partners, a San Francisco private equity firm, invested in 2019 and was the seller in 2026.

Nelson Miranda, who became CEO in 2020, has since left. In August 2026 he was named CEO of the sun-care brand Vacation.

How much did Henkel pay for Not Your Mother's?

The companies agreed not to disclose financial terms. The $927 million figure is an estimate from the investment bank Barclays (about €800 million), reported by Beauty Independent.

Henkel did disclose that the brand had about €190 million in sales in 2025, with double-digit growth and a strong gross margin. That puts the estimated price at a little over four times sales. Treat the price as an estimate until the companies confirm it.

Why did Henkel want Not Your Mother's?

There are three clear reasons.

First, it is a young shopper's brand. In a Piper Sandler survey of 10,000 US teens, 11% named Not Your Mother's their top haircare pick, ahead of Amika (8%) and L'Oréal (7%).

Second, it never stops launching. The brand releases 25 to 30 products a year, and its Curl Talk line makes up about 40% of sales. Products cost $7.99 to $11.99, and the brand sells in more than 40,000 US stores, including Ulta, Target, Walmart and CVS.

Third, it grows in the biggest hair market. Henkel says the US is the largest hair market in the world, and this deal strengthens its position there.

Curl Talk Defining Cream, from the line that makes up about 40% of the brand's sales. Image: Walmart.

Clean Freak Dry Shampoo, the brand's 2011 breakout product. Image: Not Your Mother's.

What does the deal mean for indie hair brands?

This section is analysis, not reported fact.

Mass-market hair can sell for a high multiple. A brand priced at about $8 reached roughly four times sales, so a low shelf price does not cap the exit.

Buyers want growth. Barclays called the deal a departure for Henkel, which has mostly done value-type deals in the past.

The hair category is busy. Color Wow sold to L'Oréal in a deal of about $1 billion, and the 2023 MAV Beauty deal was about $258 million.

Key people move on. The former CEO is already leading another consumer brand.